Are There Questions From the Media I Shouldn't Answer?

One of the most understood things in media relations is that the person being interviewed does not have to answer every question. I would never advocate offering a blanket "no comment" to all questions from the media on any topic, but there are certain questions you should avoid.

The obvious exception to answering questions from reporters relates to stories that are in the court system, or appear headed that way. Comments you make to a reporter could affect the case of a person who’s been charged by police or somebody facing a lawsuit. Lawyers are trained to search for media stories and the last thing you want is to feel the wrath of an unhappy judge. Simply tell the media that because the matter is before the courts you can’t comment, but you’ll be happy to speak once the case has been settled.

Another situation that arises from time to time are stories where there’s no benefit from you speaking because it doesn’t really affect you. A good example occurred when a murder occurred on the riverbank below an upscale hotel. A reporter asked the hotel’s General Manager for a comment. The GM said he wasn’t interested in doing an interview because the crime occurred in a location off the grounds of the hotel. It was a smart move because if he would have done the interview, the hotel would have got linked to the murder.

You should also avoid answering questions off-the-record. If a reporter ever asks you to comment off-the-record, just let him or her know that all your comments are “on the record”. It makes things a lot cleaner and saves you the embarrassment of getting quoted in a story that you didn't want to get attached to. Besides, reporters have different ideas of what off-the-record means. Some will protect their sources with their lives, while others may not. Some reporters understand an off-the-record comment is just a lead for them, while others will report what they were told and use all the information, other than your name and position.

Secondly, don't guess or speculate. As a media spokesperson you aren't paid to guess at what the answer is, or speculate on what might happen in the future. Answering hypothetical questions can get you into trouble, because it could sound as though you actually believe it may happen.

You do need to answer the reporter's question though in most cases. In rare situations, reading a prepared statement will work, but reporters will still want to ask questions about the statement, or perhaps get you to read the statement so it can be used on air.

It's a fine balance between not saying the wrong thing and saying enough to make sure that your side of the story gets told the right way. There's no black or white rule and that's why getting some training can pay big dividends when the time comes.

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ABOUT GRANT

Grant Ainsley spent close to 20 years in the news media and public relations in Edmonton, Alberta. Over the last decade he's worked as a media trainer and spoken across Canada on a regular basis on topics related to the news media and communications.

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